When you open up emotionally great things tend to happen. People get to know the real you and they like it. People are impressed by your transparency and willingness to be vulnerable; it puts them at ease and the empathy can flow freely between you, becoming an ongoing conversation. It’s a conversation where we fill in the gaps to make a positive narrative because we believe you had the courage to be honest and lay bare who you are, without the concern of judgement or fear of rejection.
We have all experienced moments like this with friends or even a surprise moment with a colleague in a meeting. Moments of pure emotion offer a mirror up to the understanding we want and the acceptance we crave. It allows people to realise that is not only how they feel, but that you made them feel better and that is a deep connection worth fostering.
This sounds like it is straight off the psychiatrists couch but, honestly, if we are bold enough to apply this to our marketing it means we can truly connect. Great brands have cracked this code and we have our favourites; the ones we wear, we drive, brands we trust to give our kids, the ones we hold dear in our hearts. Think Toyota, Vogels, Anchor and add in the brand that moves you. Personally, I love Land Rover; it’s a car brand I keep going back to and they just have a perfect understanding of what I want and what is in my imagination.
All of these brands have something in common: they have a passionate and fearless marketer behind them. This marketer will pour their hearts into making sure the brand experience will connect on a deep level and pull triggers in our brain that really mean something for years to come.
What does it mean to pour your heart into a brand? Well, it means having an understanding of how your relationships in the real world mirror the relationship you want people to have with the product or service you are marketing.
You see, great brands are living emotional entities that forge deep relationships with their audience. For my kids LEGO has a very special place. They know LEGO ‘gets them’, and they want to spend hours on end with the brand, to the extent that they have posters on the wall and watch the videos. Having LEGO is like having a playdate; it is familiar, fun, has an emotional security and never lets them down. Those marketers at LEGO surely pour their hearts into their marketing and the products - you can’t fool a 9-year-old.
Vogels is a brand closer to home where you can clearly see the oodles of care poured into the experience from the marketers. How else could a bread embody a nation’s love, even from overseas? Each marketing chapter is lovingly crafted, it builds on the last - you can tell it really matters. It goes beyond the bread and enters into your consciousness about how emotionally close you are to your country and your family. It’s a Kiwi icon. This is a relationship that goes deep and is intragenerational. Something we can all aspire to with our endeavours. It certainly puts the pressure on when it’s your turn to take the marketing reins.
When you genuinely put your heart into your marketing, your brand becomes more authentic, which in turn builds trust and loyalty with your audience. This also means that you have meaningful, emotional messaging that resonates. This leads to a deeper connection which brings us back to fostering genuine relationships where we have moved beyond the merely transactional.
Finally, it’s clear that we live in a very crowded market place, but the one thing in short supply is passion. So, to truly differentiate yourself, the formula is pretty clear - open your heart and pour it passionately into your brand.
Afterall, what customers are really buying is you.
Over many years in strategy, I have been thrilled at the marketing campaigns I have had the good fortune to be involved with. All of us can agree that working in a team on the gem of an idea, to testing with consumers, and ultimately the big roll-out, is a hugely rewarding exercise. Creating emotional meaning is at the core of what we do.
It used to be that we began by ‘interrogating the product’ until its unique selling proposition came shining out and we could set sail. However, there are now a lot more service brands than before. If you ask yourself what products you love its easy, you have touched them, consumed them and grown up with them. However, the service economy dominates these days, with a surge in digital and on-demand offerings, leading to a plethora of service brands compared to traditional product-based companies. It’s not only SAAS brands taking the spotlight, many of your favourite products are now on subscription services, which themselves have bespoke marketing. Factor into that Telco’s, who technically offer a service, but certainly blur the lines. However, I do wonder if you love your telco the same way you love your iPhone? Probably not.
The obvious difference between a service and product is that products are tangible and services are intangible. Traditionally, a product is much easier to market as it can be shown, demonstrated, touched, and displayed. Tangible products were much easier for the audience to understand in terms of value or whether they were even needed. You can’t see or touch a service, so showing value to your audience is a very different proposition. A service is about an ongoing relationship, much more complex to navigate.
Clearly there are sub-categories here where services have a physical product - My Food Bag has a distinctly tangible (very tasty) product, but it is still technically a service. It certainly has a lot of love in Kiwi Households. Thanks Nadia.
When a business sells a product to a customer, the buyer takes it away with them. In the case of a service, you must go to the provider to enjoy or experience it. A service will always be connected to the business who provides it. In the case of My Food Bag, all of the produce in the box and the service are inseparable; tricky eh?
B2B services have some very distinct characteristics and, in many ways, are a more ‘pure service’ model. They, of course, have to sell the efficacy and values of their service, but the biggest currency they need to crack in the first instance is ‘trust’. Once they stand for this, you can move up the emotional hierarchy to like and love. As you climb, the balance sheet and sales funnel will be considerably healthier.
The traditional levers of product marketing; spreading the word, boosting sales and showing off features are clearly effective. But as markets have evolved, we see that translating features into benefits is more personal and more effective e.g. a long battery life in a phone is about freedom to explore. Service brands can benefit from this hugely.
What services and products both need is great emotional brand marketing. Work that truly understands the customer and is based on an insight that will trigger sales. Economies over the last 10 years have evolved. This means that it is not necessarily what the product or service does that will make it a success, but how it will make their customers feel.
To this end, marketing the master brand’s highly emotive appeal via a thoroughly researched insight will create a broader, more effective selling proposition. The specifics and product points underneath this master message will then be seen in a positive light, because the customer is pre-disposed to empathise with you and like you.
So back to our original question. Is it easier to fall in love with a product or service brand? Clearly in the times we live, the lines are more nuanced. The answer for me, is to market to the highest and most potent emotional need. People ‘love’ products and services that really take the time to get to know them, that really solve their emotional hopes and fears. We love products and services that actively court us with a relationship and then constantly exceed expectations. Amazon often gets demonized, as does Temu (whilst being annoying), me and my kids love it, great service and they really make the effort. With professional services you certainly have clients saying “Oh I just love my ad agency, they just get me” same goes for Insurance Brokers and Lawyers. You love the people you deal with and the best qualities of they deliver. This needs to be the core elements you amplify for the marketing. For services empathy, expertise & understanding are a winning formula. Dial up the emotion and be wildly ambitious for the needs you can not only meet but surpass. This will deliver the numbers and stand the test of time. Perhaps, it will even get you into the Marketing Association’s next 50 years of great ads.
With the times being what they are currently in Aotearoa, it’s far too easy to get a little down and just get on with the day-to-day, forgetting why you absolutely love what you do. That’s right, marketing is a passion business; we get to do amazing things and, yes, our core function is to make Kiwis and their families happy.
This is something to celebrate; let me explain.
Happy customers are the lifeblood of any business. They are the reason companies and brands prosper, they increase profit and margin - it’s a win-win.
In marketing it is our focus to build a happy customer base. We are the most qualified to do it and (dare I say) the most emotionally sensitive to the levers we have to pull to make people happy. Within this discussion it is crucial to know how we achieve customer happiness, that is to say how satisfied they are after interacting with your brand. Happiness comes when we take our clients beyond simple satisfaction. This is a winning metric every time. It will impact customer referral, brand reputation, retention rates and, ultimately, business success. It’s also a very friendly term for CEO’s, Boards and the C-Suite generally, because we all understand the nature of happiness and its impact.
Many countries now publish their happiness index and it is directly linked to how productive the country is; the figure generally correlates well with GDP. So as a nation, we need happiness to prosper.
Happiness strategies for marketing are empathy-based, so we need to delve into the emotional insights. Look at the pain points of your customers, the goals they are trying to reach, and then how your products or services can assist in accomplishing those goals. Can your product help them be a better parent, offer a reward for work well done, bring their family together, give them status? Answering any of these needs will lead to happy customers.
My goal is always to be a great Dad to my young boys, so I am constantly on the lookout for products and services that can help me. At the weekend I went to MOTAT, which was full of fun activities. It was bubble weekend and the silliness of this activity made us all happy. I saw the marketing and its promise, bought tickets, and the experience delivered. MOTAT’s marketing team made the Taylor boys very happy. They didn’t sell the product, but the benefit of the experience: happiness.
This brings me to marketing campaigns: will they make your target audience happy? Are your ads smiling? If your aim to sell happiness is genuine, then you’ve got to focus on selling the experience over the product.
Marketing to happiness, also known as joy marketing in the USA, should do what it says on the tin - create joy. It is aimed at strengthening the connection between the brand and the target audience via great emotional insights. Or what we would call good strategic planning in New Zealand.
This has definitely been in short supply over the last few years, and it feels like we have been cautious as to what we can say and whether it is appropriate to make consumers smile. This is understandable as times have been incredibly tough and this has taken its toll on the nation as a whole.
I am a big fan of the TRA (The Research Agency) and they recently published research on this very subject: https://www.theresearchagency.com/play
I thoroughly recommend having a read. They interviewed 2,000 consumers around the concept of joy and brands. They saw joy and happiness as a crucial tool and this makes sense - a moment of play or shared laughter triggered by a brand has beneficial effects for both. This is a great emotional exchange and, as we have said, happiness leads to a great place for both the business and consumer.
As we start our journey in 2025, people are seeking joy more than ever before. Pandemics and recessions have left us weary and hungry for a lightness of touch and a shared sense of humour. This is a year where things are getting better and peoples’ lives will improve. For us marketing folk, it is always easier to push on an open door, to be ahead of any wave, and what better strategy for our country right now than to be selling happiness. It’s something worth getting passionate about, and sure to bring a smile to faces.
2024 was the toughest year I have ever had in business. This says a lot as I started my agency back in 2010 during the GFC, so we have seen some drama. I am entering 2025 in a great position – the Agency has picked up a lot of new clients and staff have been simply outstanding. What this year has taught me is that marketing has changed; consumers have, in many ways, moved faster than us marketers could keep up.
This is not unusual. In recessionary times behavioural change is forced upon people simply because their resources are running out. That has been the defining nature of this ongoing downturn; it has been deep and just keeps getting harder for people. The latest GDP figures show another 1% contraction.
What is surprising is that the headlines in the press are in disbelief, and seasoned commentators have echoed this. Let’s be clear, this was forecast, it is here, and it is not going away until the second half of 2025 at the earliest. Remember the saying? Hope is not a strategy. To have survived in business over the last two years, this is most definitely true.
What has remained high is optimism; business and consumers do see things getting better and we do have a roadmap. Interest rates will come down further in February with a 0.5% reduction forecast; the aim is to get it to 3% by year-end (at this stage). All those of us with mortgages will be singing collective Hallelujahs.
Consumers have changed and so how should we change our marketing response? Consumers have been through an ‘accelerated culture’ and it has been rather profound. Many of them are on Temu now, and will never see the inside of a Warehouse or Briscoes again (go on admit it, you were shocked at the prices and have had a dabble). They have been forced to lower their horizons and have been pleasantly surprised. Online groceries and delivery has proven more cost-effective and these are only a couple of examples. We have to wonder what will change them back to their old ways.
The answer is that behaviour can always be changed, but we marketers also have to adapt. If the rules of the game change, you either take advantage of that or you fall victim to a competitor who evolved. The experiences we design for customers simply have to be better.
I don’t have a silver bullet, but as a fan of Anthropology, Psychology and Sociology I have a firm belief that the answers to our own successes lie within us all.
I took my two little boys on a camping tiki tour of the North Island over the holidays and we went to lots of different campsites. I made a point of listening to families. Really listening to their struggles and daily lives. The stories are both heartwarming and insightful. Kiwi family life is still joyful, but how and what they shop for has changed, so have their perspectives. They are hopeful, looking for things that will make their lives better, and happy to be done with 2024. They see the light coming and can’t wait. The best thing you can do as a marketer is get out of your bubble and your income bracket and interact, at length, with your target audience. They will surprise you, and the genuine empathy you will take away could be the key to your next successful launch. Remember, consumer insights are found through talking to people and understanding them, not via spreadsheets.
It’s clear that the politics of the USA and Aotearoa have changed in the last two years - the electorates have been pretty clear about that. What has been less talked about is that people have had a gut full of being told what is acceptable for them to think. Recession has shown people what really matters and they have little patience for unqualified experts preaching alien values. The politics of woke reached a zenith in 2023, the election of new governments were a clear reaction to that. People want to be able to laugh again and not have to check who is going to judge them. It is down to personal preference what you believe in, but I think Jaguar cars are certainly regretting pushing a laughable agenda down our throats. Simple rule, don’t push a narrow agenda-loaded message to a mass audience. You probably won’t sell much. (Full disclosure: I actually own a Jag). Marketers need to be ahead of trends, not behind. Inclusivity is a fundamental value we need to get across, until you push it so far that you start to exclude your core target consumers by pushing an agenda on them.
You need a live dashboard linking your marketing spend and sales data right now. This is a non-negotiable; how can you track the effectiveness of your sales and marketing efforts if you cannot see your results in real-time? Google and Meta have amazing resources you can tap into and having this at your fingertips is just a game changer. Think about it like this, if you are setting a KPI, isn’t it great that everyone who has a responsibility for it has access to the same data? It is super motivating and having visibility 24/7 is the key to evolved strategies. Accountability creates results.
We are seeing glimmers of hope on the horizon. What shape is your brand in and when was the last time you really looked at it? If we are going to win with our products and services we need to make sure they are still appealing and motivating for customers. Do we look up to date? Have we been out-maneuvered, whilst we held marketing funds back? Do our value propositions still work in this changed environment? All of these questions are absolutely valid because the playing field in which brands operate is constantly evolving and we need to adapt with it. When was the last time you sat down as a management team and really interrogated how effective your consumer propositions are? It is hugely important in today’s highly evolved digital environment that a brand’s look and feel is fit for all channels.
We recently won a large B2B retailer and, as preparation, I went out to interview customers at their workplaces. What we found was that their media habits had changed drastically compared to what was accepted. Also lots of the links that they clicked on went to the wrong web pages or simply did not work. These were relatively easy fixes, but it illustrates that you need to be constantly optimising your media channels so that they are fit for your audience. Recession changes what people watch, read and do. We need to be constantly open to what they need and how we can be ahead of the curve.
So there you have it. Not an exhaustive list, but certainly things that will help make sure you get through this recession prosperously to the other side. We are nearly there folks, good times are around the corner and we want to make sure that when the bigger customer dollars are being spent our marketing efforts are perfectly placed to help them out.
My little 8-year-old boy was in the window when I got home on the 26th November and said, “They’re selling Christmas trees down the road, can we go and get one?” I smiled, got back in the car and we got one straight away. It was early, but we dressed it and had a lovely time. I think I saw that as the start of the festive period for 2024 as we started putting presents underneath it. Customs and traditions are great, as they create deep positive emotional markers in our brains; we get taught these as young kids.
There are a lot of things that signify the start of the Christmas season. We are programmed to associate it with the very first sounds of the songs on the radio. For me, the start of the season was always seeing the Christmas adverts on the telly with my parents; so much love and care was put into these, they didn’t seem like commercial ventures trying to flog me stuff. They were little love letters to the holidays and made you feel awesome. What a trick to pull off, marketing actually makes the Christmas period better. They are something to look forward to.
Ads can simply be an annoyance, even for us marketers, especially in the digital age. However Christmas ads occupy a special place. By mid-November you are likely to see your social media feed with the big hitters and all the debate that goes with them. I can’t say I am a fan of the Coca-Cola AI ad, but I did share it. I have a great Client from Ireland and we must have emailed 10 times on the subject debating which was best.
Coca Cola ad
https://www.youtube.com/watch?v=4RSTupbfGog
This is a bit lazy for me and doesn’t really hit the spot
The really good ones feel different from other ads, and this is something we can learn for all of our marketing. Christmas ads should leave you warm and fuzzy, they don’t have a ‘hard sell’. They deliver nostalgia and really hit you in a place that perhaps you haven’t visited for a while; it feels good. Like a lovely, familiar family member visiting for the holidays with mince pies. You can see Agency and Clients have worked hard with human insight to really make us fall in love with them.
John Lewis lead the charge for me and I loved the Elton John piece a few years ago, there are just so many good ones.
John Lewis ad - Elton John
https://www.youtube.com/watch?v=DShEAPKV0EU
This hits all the right spots and is deeply touching
While the number of brands going for a deeper emotional connection is also increasing, the currency to go for is shareability. My personal favourite is this IRN-BRU ad featuring The Snowman.
IRN-BRU – The Snowman
https://www.youtube.com/watch?v=4yZOab5gl-4
Beautifully executed and very funny
So Happy Christmas and have a wonderful holiday. if you get time do a little search on YouTube to find your favourite, there are some great ones out there.
Millennials (those born between 1981-2000) are reshaping the business landscape. In the U.S., they now own and operate 40% of all businesses and represent 70% of new start-ups. As Gen X leaders, now mostly in their 50s, gradually transfer business ownership and leadership roles, Millennials are stepping up, bringing new perspectives and driving fundamental changes in how businesses operate.
Millennials operate distinctly from previous generations, which has profound implications for marketers and brands. They grew up in a digitally connected world, meaning their approach to decision-making, communication, and purchasing is vastly different.
Key questions for marketers include:
These differences in socialisation present unique opportunities for communication strategies.
Perhaps the most immediate distinction is that Millennials are true digital natives. They’ve always had the internet at their fingertips, shaping a preference for online interactions. They tend to handle everything digitally – from banking and travel arrangements to staying connected with family and friends. Their comfort with texting and social messaging makes digital channels more appealing than traditional in-person or phone interactions. Studies show that, when given the choice, Millennials overwhelmingly favour mobile apps over call centres.
As consumers, Millennials are avid researchers: 64% research products online before buying, and 12% turn to social media to seek advice. They value peer recommendations – even from online communities they don’t know personally – as these provide trusted input on critical life decisions.
They also process information differently, as they’re used to rapid, bite-sized content. Long-form ads are unlikely to resonate; instead, messages need to be short, engaging, and memorable.
Millennials were socialised in an era where social media serves as a constant mirror to their thoughts, experiences, and emotions. This has created a natural expectation that brands be ever-present and engaged in their social feeds. To succeed, brands must keep pace with their expectations and maintain a consistent, relevant presence.
Moreover, Millennials are highly adept at amplifying their opinions. With access to social platforms, each Millennial has their own media influence capable of both boosting your brand or highlighting its shortcomings.
Millennials are drawn to innovation. Having grown up during disruptive events like the financial crisis and COVID-19, they are always on the lookout for better ways to do things. They’re open to new technologies, such as AI, and bring a high level of tech-savviness to their businesses. Brands should meet them where they are, using channels they prefer and crafting messages that fit naturally within these platforms.
Shaped by challenging global events, Millennials are pragmatic yet idealistic. They value ethics and sustainability, gravitating towards brands with strong values and purpose. Companies like Allbirds and Patagonia resonate with Millennials because of their commitment to social and environmental causes. Millennials are willing to pay a premium for brands that align with their principles, making authenticity and corporate responsibility essential.
Millennials bring both fresh perspectives and high expectations as they take the reins of leadership from Gen X. They are looking for brands that can offer empathy, reassurance, and alignment with their values. By adapting to their preferences, businesses have an opportunity to build enduring connections with this influential generation.
As a parent, I’m optimistic about the future this generation is building. Millennials are leading with resilience, innovation, and a commitment to inclusivity and sustainability. Now is the time to connect with these dynamic leaders and align with their values. Contagion can help you reach Millennial audiences in meaningful ways – let’s work together to grow with the next generation. Get in touch with us today!
Running a business means juggling countless priorities at once. In the current climate, many are focused on managing costs and maintaining cash flow. However, as we move further into 2024, and interest rates begin to decline, businesses are shifting their focus back to growth, innovation and efficiency.
In business, we often focus on two critical questions:
When marketing technologies to businesses, it's essential to understand their mindset and address these core concerns. By doing so, you position yourself ahead of the competition, demonstrating a commitment to adding real value.
Too often, business technology marketing fixates on technical specifications that company owners or executives simply don't have the time or bandwidth to decipher. What they need is technology that offers an immediate solution to a pressing issue within their organisation. These challenges are rarely about the technology itself - they’re about processes, people, efficiency, or financial concerns.
You’re not just in the technology business, you’re in the business of providing solutions. By reframing your approach this way, you immediately add value and become a trusted presence in their daily decision-making.
Another crucial aspect of technology marketing is recognising that your product is simply an enabler of others' genius. Your solutions are designed to help them succeed. Business is often ego-driven, so position your audience as the hero - the true drivers of success - while your technology supports their journey.
A key principle to remember is to put yourself in the shoes of the business you're selling to. You may be offering a technology, but what does that businessperson truly want to buy? Study your audience and develop clear buyer personas. This discipline will help you identify the most compelling value propositions, increasing your chances of successful sales.
Consider this: If I run a successful engineering firm, I already know my work is top-notch because my track record speaks for itself. My challenges lie in getting bogged down by administrative and IT issues that divert me from the brilliant engineering work I’m passionate about. Effective technology marketing should highlight how your solution can free up my time, allowing me to focus on what I do best. The tech just works, streamlining my processes and empowering me to do more of what I love. In this scenario, your technology isn’t just a tool - it’s a catalyst that supercharges my ability to improve my business. Now that sounds like a worthwhile investment.
At Contagion, we partner with leading technology companies and successful SaaS operators to help them achieve their goals. Let’s connect—we’d love to discuss how we can support your success.
In today's competitive business landscape, a company's Employer Brand and Employment Value Proposition (EVP) are crucial for fostering a workplace where employees feel valued, motivated, and aligned with the company's mission. These elements can significantly impact absenteeism, presenteeism, overall productivity, and performance. In the USA, delivering on an EVP has been shown to decrease annual employee turnover by 70% and increase the commitment of new hires by 30%.
An effective Employer Brand showcases your company's culture, values, and growth opportunities. It's about creating and promoting your image as an exceptional employer through strategic use of social media, employee testimonials, and other communication channels. A strong Employer Brand makes your company attractive to top talent, fostering loyalty and pride among current employees.
An EVP is a clear statement of what makes your company a great place to work, aligning your core values, mission, and culture with the interests and needs of your employees. It defines the perks and benefits your employees receive, such as competitive compensation, career growth opportunities, work-life balance, and a positive company culture. An effective EVP can save money, improve recruiting, and prevent brain drain by enhancing the employee experience and attracting future candidates.
An EVP lets everyone know it’s a win-win relationship between our company and its employees.
Delta Air Lines provides a compelling example of a clear and motivating EVP:
“There are 90,000+ reasons to join Delta – every one of our employees has their own. Some of us want to explore new places. Some are here to explore their own career potential. Some are curious about other cultures, while others want to make a difference where they are. There’s a whole world out there – and another one right here within Delta. Which means that whatever keeps you climbing, you’ll discover it with us.”
This EVP works because it acknowledges the diversity of Delta's workforce and unites everyone through a shared passion for exploration. It creates a powerful emotional connection with the company's mission and values.
When combined, the EVP and Employer Brand form a powerful force for attracting, engaging, and retaining talent. Consistent messaging that aligns with your company's values and culture is essential. It's about more than just external perception; it's about creating an internal culture where employees feel a strong emotional connection to the company's products and services. This emotional loyalty drives engagement and productivity, especially in times of stress and change.
At Contagion, we understand the importance of a strong Employer Brand and EVP. We specialise in helping businesses create and communicate these critical elements effectively. Our expertise can support your company in:
By working with Contagion, you can create an inspirational Employer Brand and EVP that not only attracts top talent but also drives business growth and profitability. Let us help you build a workplace where everyone is connected to the company's vision and motivated to achieve their best.
In the world of business, especially in a wavering economy, having a strong and widely trusted currency is crucial. However, not all forms of currency are monetary. Businesses must leverage all their available assets to enhance their value. Marketing teams, in particular, need to build this kind of non-monetary currency within their organisations, ensuring they are perceived as essential to achieving the company's goals.
This has never been more true or tricky for today’s marketing departments, which are woefully misunderstood by most organisations. You know the nicknames: the colouring in department, the paint-by-numbers people. The modern marketing department could not be further from the truth, and we need to be clear that marketing is not a cost centre, but a strategic revenue generator. No longer do we simply ‘set and forget’ campaigns; we monitor in real-time and are driven by hard KPIs. Of course, brand measures and brand health are hugely important, but there is a science and immediacy available in this area via real-time dashboards. A great marketing department’s goals should always ladder up to the company objectives, and we are the best ally sales will ever have. After all, we are an automated, lead generating machine.
But what are the quick wins you can do in your organisation to get marketing and your team the recognition and respect they deserve:
Our best asset is the work we do, and the more people that have access to it the better. Have a showcase of the work with a ‘Contact marketing’ button, so they know both it – and you – are available.
Always have a regular slot at company-wide meetings. Share customer profiles, roadmaps, updates and successes. Marketing and advertising materials make the company famous, and we all want to see things in a ‘sneak preview mode.’ Never underestimate this, and see your internal audience as customers and ambassadors.
No one else in the building has the right to claim this title but marketing. This is the position of strength you must always come from; you are the closest link to the customer and this is massive currency.
Your best customers and salespeople are those within your organisation; they are eager and ready to engage. Always launch a bigger campaign internally first to involve them. Share the behind-the-scenes story of how the campaign was conceived and emphasise that they are the true inspiration and the ones who will bring it to life out in the world.
Share the performance measurement KPIs for your campaigns, regularly report on progress, and openly share the results. This transparency builds credibility and secures buy-in from company stakeholders, ultimately ensuring ongoing support for marketing initiatives.
People love freebies, and by supplying brand materials you create brand ambassadors, build engagement and cement the company culture. Just make sure the swag serves a purpose and passes the ‘that’s cool’ test.
Marketing has become incredibly smart over the last few years, and few would know the specialisms that go into it or the outputs. Highlight the diverse skills and expertise within your team. From data analysts and content creators, to digital strategists and brand managers, each role contributes uniquely to the overall success of the department. This not only educates the rest of the company about the complexities of modern marketing but also helps in appreciating the value each team member brings.
As you can see, we think marketing departments are pretty amazing, and we want your organisation to think so too! By implementing these strategies, you'll help elevate the perception of your marketing team, showcasing their vital role in driving business success. Let's give marketing the recognition it truly deserves.
It’s 2024, we are officially in recession, and right now your brand has never been more important to your business. It builds you lasting relationships and keeps you ahead of the competition.
Marketing may promise many things but, very simply, the biggest value your brand bestows is customer trust; this doesn’t just mean profit, but better margins. Trust is built through consistency, communicating the same values and the same promise across every customer touchpoint, every day. Of course, your job is then delivering on that promise, but the customer demand has to be there first. If you develop a consistent brand personality people will rely on you; if they can rely on you they will become loyal.
So you can see the seemingly simple concept of consistency and the value it ladders up to, both in the short- and long-term, is immense. To further help us understand the bottom line benefits of consistency, consider what it offers – predictability; this is the building block on which success is based. Predictability means people know what to expect from your brand because it turns up at the same places, saying the same things, wearing the same clothes, and is ready to solve the same issues, 24/7. Predictability and long-term success are not only happy bedfellows but are also in every successful business thesis ever written.
Consider the opposite of predictability – uncertainty; the undisputed enemy of business and consumer confidence. It seeds doubt and fear, and delays decisions; ultimately, it makes customers disappear. This is because in psychology terms, uncertainty causes human beings anxiety. We become stressed and then hesitant, we cannot make decisions. We want people to feel safe and they feel this when they have consistency; it is the bedrock of how we live productive lives.
As discussed in the context of branding, consistency starts with the delivery of your brand values and your promise. However, the business thinking starts much earlier than this. It starts with your business goals, your ambition, your five year plan. You need to get the whole organisation fervently believing what you are going to consistently promise so they can also live it. They need to be evangelical that there is one version of the truth and that it will work. If you all believe, and it is also going to make a profit, consistency makes so much sense. Simple tools can help people both believe and sing the same song; a brand manifesto, great internal communications and brand guidelines, are all part of the kit for success. Don’t just tell it, sell it.
It’s not just how you look, sound and what you promise that matters, it’s also where you show up. People are wired to rely on you showing up at the same time and in the same places. They may not have even used your products and services yet, but consistency builds that bridge by increasing consumer knowledge via content and branding.
Media plays a big part in this; choose a specific media and own it, have an ‘always on’ presence, get people to see you in the same place to build familiarity. These tactics will help ensure your brand comes easily to mind with consumers, which is crucial if they are to consider your brand when they are in the market for your product or service. If you have a bigger budget, not only can you afford to reach more people more often, but you can also choose bigger, more impactful and emotive media formats: double decker bus wraps, TV (yes, it is still around & watched), or drive time radio. People’s recall of you being on big media is trust and legitimacy through association with the more premium media formats.
In summary, in order for people to trust you they must be aware of you and remember the message. This takes time, from awareness to committing you to memory, then trusting you, considering you and finally choosing you. The brain needs time and (you guessed it) consistency. Getting customers in your buying funnel is one thing, keeping them there and converting them is where the money resides.
Consistency has to be built on the solid foundations of authenticity, sustainable promises, real emotion and compelling storytelling. The first person who really needs to believe is you – then your brand becomes irresistible to demand and loyalty.
